The development of the Eurobrand

Demand- and supply-side factors which may influence the development of the standard European brand were examined based on a case study of the chocolate confectionery industry. Results revealed that the development of the Eurobrand is being driven mainly by EC regulations, the consolidation of the industry, competitive factors and the formation of the European internal market. Confectioners believe, however, that the development of uniform marketing and branding approaches may be hindered by the diversity of the EC market.